Kaitlyn Martin
What is your current job and responsibilities?
When I graduated from CAFRE, I stepped into the role of Marketing Assistant at Dale Farm. My job role has grown and evolved during my time at Dale Farm and I recently received a promotion to Marketing Executive. My primary job focus is on the Dromona brand alongside assistance with Corporate marketing including events, sponsorships and internal communications.
Since starting my role at Dale Farm, the business has changed immensely while maintaining its core values and status as Northern Ireland’s leading dairy company. The business brands: Spelga, Mullins and Rowan Glen all have undergone redesigns in the last 2 years, not forgetting the most recent redesigns for our leading brands; Dale Farm and Dromona. One of my key focuses during the COVID-19 pandemic was managing the redesign of Dromona butter and cheese packaging which now proudly takes its place on store shelves.
What course did you study at CAFRE and how has it influenced your career?
On completion of my A-levels, I began studying a BSc in Food Business Management at Loughry. Within my time as a student, I also obtained a Diploma in Professional Practice and a Graduate Certificate in Business Communication for Rural Enterprise. The learnings and practical experience gained through CAFRE helped to mould my career path. There was such a broad spectrum of modules covered during my studies, it was hard to decide which area of FMCG I wanted to work in most. It wasn’t until my placement year I finally found my calling in marketing.
Why did you decide to study at CAFRE?
Having grown up on a dairy farm and my involvement in the YFCU, I always knew I wanted a career within the agri-food industry. I chose CAFRE due to the practical experience offered, this was supported by lecturers who had worked for many years in food industry, who in-turn shared their experience. I was impressed by the high employability statistics after graduation alongside the connection to food industry experts.
What was your first job?
My first part-time job was in a local MACE store down the Ards Peninsula where I worked evenings and weekends. For my third year at Loughry, I opted to gain a Diploma in Professional Practise and headed out into the world of work full-time on my paid placement at Flavour First, a local Veg Box Scheme based in Donaghadee. Due to the size of this business, I worked in all areas of the supply chain from planting and harvesting the farms fruit and vegetables through to the logistics in delivering the products weekly. It was here my love for marketing really grew, managing the businesses social accounts, websites and attending local food events.
Do you have a typical working day?
In marketing no two days are the same. Marketing within FMCG has a broad spectrum of areas within its remit including new product development, strategical planning and management of brand campaigns, events including Balmoral Show, developing brand websites and managing social media. Marketing requires quick adaptability to keep up with consumers purchasing behaviour, competitor activity and ever-evolving trends. Social media certainly keeps us on our toes which now includes TikTok.
What is the best thing about your job?
The best thing about my job is the diversity of projects I’m leading or involved in. It’s the people that make the business; my colleagues within Dale Farm and our external stakeholders such as our digital and design agencies are a true dream to work with.
What is the greatest challenge of your job?
As with many businesses, working through the COVID-19 pandemic has proved challenging. The way we work, where we worked and what we worked on all shifted overnight. With challenge however comes opportunity; while events unfortunately couldn’t take place, this enabled our team to have additional time to focus on our brands; adapting to consumer demands and diversifying the typical brand communications in-line with behaviours.
Have you undertaken further training since you left CAFRE?
In 2019, I opted to return to study for a professional qualification – I now hold a Level 4 Award in Marketing, Digital Marketing and Integrated Communications. This was a part-time course conducted by the Chartered Institute of Marketing through Belfast Met. The ability to network with like-minded individuals from a broad scale of businesses was invaluable and I would consider returning to study again in the future to become a Level 5 Chartered Marketer.
How do you like to relax outside of work?
The YFCU has been a large part of my social life for over 14 years now; I currently sit on club, county and central committees within the organisation. While I can’t say it’s always ‘relaxing’, the organisation has provided a plentiful supply of opportunities both boosting confidence and skills through competitions and exchange programmes, to making friends and attending social events.
I still help on our family dairy farm, particularly around silage time when it’s all hands-on deck but you’ll typically find me out running the roads or catching up with friends when our schedules allow!
What advice would you give a new graduate?
Remember, every moment is an opportunity to learn from everyone around you, no matter their title. Pay attention when things go well and own up to your mistakes – we learn from those just as much as our successes.
“Keep moving forward, opening new doors, and doing new things…your curiosity will lead you down the path of success.” – Walt Disney